Our relationship with Vins Arterra (formerly Constellation Brands) in Quebec began in 2015 with a milestone project that was central to their business development and innovation mandate.

Our challenge was to build a healthy portfolio mix and create an umbrella brand for a new sommelier-endorsed concept wine.

Brand Creation / Naming

Behind the Scenes: Research for Success

With a goal to be a large ‘channel-less’ brand, distributed in both Quebec’s grocery and liquor store channels, it was important for our strategy and design exploration to go into quantitative research to decide the most viable direction for success.

A “Je Ne Sais Quoi” Effect!

Our work needed to showcase some of the best varietals from regions around the world and reflect renowned sommelier Jessica Harnois’ authentic, non-pretentious personality. It was to be classic yet contemporary and have great visibility on shelf.

In other words, our task was to deliver a “je ne sais quoi” effect… an appealing quality that words cannot adequately describe.

Visual Expressiveness

With the name Bù testing well in research, we created a classic, timeless and credible word mark.

We commissioned illustrators from around the world and led the art direction for each label’s beautifully abstract visual.

We sought to capture an approachable elegance in the artistry of each region’s winemaking, as well as represent the dynamic character of the distinct wine.

Regional launch to national roll-out

With sales outpacing expectations upon launch, it quickly became obvious that Bù had great potential to be not only a regional Quebec brand, but a successful brand nation-wide.